Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values
Author(s)
Black, Iain R.
Cherrier, Helene
Griffith University Author(s)
Year published
2010
Metadata
Show full item recordAbstract
This research examines anti-consumption practices, motivations and values within attempts to live a more sustainable lifestyle. Sixteen women were interviewed and from their narratives, anti-consumption for sustainability was found to be practiced via acts of rejection, reduction and reuse. In addition, practices of anti-consumption for sustainability are constructed through the collaboration between the needs of the individual and the needs for environmental preservation. This perspective moves sustainable consumption away from a rational information processing and environmentally motivated choice to incorporate ...
View more >This research examines anti-consumption practices, motivations and values within attempts to live a more sustainable lifestyle. Sixteen women were interviewed and from their narratives, anti-consumption for sustainability was found to be practiced via acts of rejection, reduction and reuse. In addition, practices of anti-consumption for sustainability are constructed through the collaboration between the needs of the individual and the needs for environmental preservation. This perspective moves sustainable consumption away from a rational information processing and environmentally motivated choice to incorporate various subjective and individualistic needs and values. Hence, the challenge for sustainable marketers is to position sustainable practices along side self interested notions such as independence, beauty, quality or value for money.
View less >
View more >This research examines anti-consumption practices, motivations and values within attempts to live a more sustainable lifestyle. Sixteen women were interviewed and from their narratives, anti-consumption for sustainability was found to be practiced via acts of rejection, reduction and reuse. In addition, practices of anti-consumption for sustainability are constructed through the collaboration between the needs of the individual and the needs for environmental preservation. This perspective moves sustainable consumption away from a rational information processing and environmentally motivated choice to incorporate various subjective and individualistic needs and values. Hence, the challenge for sustainable marketers is to position sustainable practices along side self interested notions such as independence, beauty, quality or value for money.
View less >
Journal Title
Journal of Consumer Behaviour
Volume
9
Issue
6
Subject
Marketing not elsewhere classified
Marketing